Social Media Can’t Spur Innovation Alone
In my last post I discussed Value Networks. Of course, value networks are not talked about much these days. Scan the marketing blogs today and you’ll find that social networks, not value networks, are the flavor of the month. I’ve got nothing against social networks, but I wonder if Linux would have arrived yet if developers had just been tweeting their ideas.
Facebook and Twitter, the social media poster children, aren’t collaboration tools, so they can’t really create a value network. They are information-enabling tools. The purpose of social networking is to connect. Nothing wrong with that, but to create something complex and valuable, you need to go beyond connecting to collaboration.
I mentioned that the overheard conversation is essential to speeding up innovation. True, you overhear a lot of conversing on Facebook and Twitter, but to really collaborate, you need a tool that can organize conversations into a coherent threaded structure. Complex problems require a lot of people to know where they are in a conversation, and what’s gone before. Jive and Central Desktop are examples of collaboration platforms that do this, and there are others as well.
The upshot – to find out what people are chattering about, monitor social media. To innovate faster, get those conversations threaded up.